Heineken Launches Spectre’ Campaign, Featuring Daniel Craig as James Bond, in 85 Markets Worldwide


New York, NY – Ahead of the worldwide release of Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment’s Spectre this autumn, Heineken® today announced the latest chapter of its global partnership with the iconic James Bond film franchise.

Heineken®’s integrated Spectre campaign invites consumers into the legendary world of James Bond. Fans are given access to exclusive behind-the-scenes Spectre content, classic Bond films to download, a ground-breaking social campaign, in-store promotions, and local market activations. The new TVC also features Daniel Craig as James Bond.

The campaign builds on a 17 year partnership between Heineken® and the Bond franchise that spans seven Bond films, from Tomorrow Never Dies to Spectre.

A new TVC – with an unexpected twist – will be released globally in the autumn, and will be supported by a series of special edition, collectible Bond-themed packs (available in retail stores), each offering fans a chance to open 007’s world.

As the first of two global on-pack exclusives, Heineken® will give Bond fans access to a classic collection of Bond films. ‘Goldfinger’, ‘The Spy Who Loved Me’, and ‘Casino Royale’ limited edition packs will gift fans a Bond movie download.

From September, special edition Spectre packs will give consumers extraordinary access to the world of James Bond through never-before-seen official Spectre content. Using their mobile phone, consumers simply scan the logo on each pack to unlock exclusive behind the scenes footage.

Ralph Rijks, Senior Vice President HEINEKEN USA said, “Heineken® and James Bond have been worldwide partners since 1997, and we’re delighted to be continuing the relationship with Spectre. Partnering with the Bond franchise enables us to create exciting and cutting-edge integrated global marketing campaigns that brings value to both the film and the Heineken® brand everywhere in the world.”

Additional campaign details will be revealed closer to the premiere of the film.



HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ 81,000 people and operate more than 160 breweries in 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp. 

About EON

EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/Wilson family. Danjaq is the US based company that co-owns, with Metro-Goldwyn-Mayer Studios, the copyright in the existing James Bond films and controls the right to produce future James Bond films as well as all worldwide merchandising. EON Productions, an affiliate of Danjaq, is the UK based production company which makes the James Bond films. The 007 franchise is the longest running in film history with twenty-three films produced since 1962. Michael G Wilson and Barbara Broccoli succeeded Albert R ‘Cubby’ Broccoli and have produced some of the most successful Bond films ever including CASINO ROYALE, QUANTUM OF SOLACE and SKYFALL. The 24th film, SPECTRE, is currently in post-production.


Metro-Goldwyn-Mayer is a leading entertainment company focused on the production and global distribution of film and television content. The company owns one of the world’s deepest libraries of premium film and television content. In addition, MGM has investments in domestic and international television channels and is the majority owner of and distributor for United Artists Media Group (UAMG). For more information, visit www.mgm.com.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to http://www.sonypictures.com.

About Spectre

SPECTRE, from Albert R. Broccoli’s Eon Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, is directed by Academy Award® winner Sam Mendes and stars Daniel Craig, who returns for his fourth film as James Bond 007.